Ruapehu will benefit from the International Tourism Boost through collaborations with neighbouring towns and tourist destinations.
Ruapehu is set to benefit from the government’s Regional Tourism Boost Fund– Round Two, announced in Taupō this week, as the region works closely alongside neighbouring Regional Tourism Organisations (RTOs) to attract more international visitors to the central North Island and beyond.
While Ruapehu is not the lead agency for the successful funding bids, Visit Ruapehu is an active delivery partner, collaborating with surrounding regions to ensure Ruapehu’s experiences, trails and hospitality offerings are well represented in offshore markets, particularly Australia and the United States.
The funding round specifically encouraged regional collaboration, a model that Ruapehu and its neighbouring RTOs have strongly embraced. Lead RTOs are coordinating activity on behalf of wider regions, with Ruapehu contributing product, insight and market-ready experiences to each initiative.
Minister of Tourism Louise Upston has expressed strong support for the collaborative approach being taken, noting early positive signs of increased visitation and welcoming the strengthened partnerships forming between RTOs.
“Visitors don’t experience regions in isolation. Working together allows us to showcase the full journey and inspire visitors to travel further, stay longer and do more,” said Jo Kennedy, General Manager, Visit Ruapehu.
“We’re grateful to our neighbouring RTOs, Tātaki Auckland Unlimited, RotoruaNZ, Hamilton & Waikato Tourism and Destination Great Lake Taupō, for leading these campaigns and for their strong spirit of regional collaboration.”
Key initiatives Ruapehu is contributing to include:
- NZD 1.2 million North American campaign encouraging visitors from the USA and Canada to explore all corners of New Zealand, led by Tātaki Auckland Unlimited. Ruapehu is contributing product and regional storytelling to ensure central North Island experiences are included.
- NZD 600,000 cycling-focused initiative aimed at Australian visitors, promoting Ngā Haerenga Great Rides of New Zealand and led by Destination Great Lake Taupō. Ruapehu will work closely with Taupō to ensure flagship trails such as Timber Trail and Mountains to Sea - Ngā Ara Tūhono Trail are strongly represented.
- NZD 459,000 international marketing initiative promoting travel via nonstop Jetstar flights from Sydney and the Gold Coast into Hamilton Airport, led by Hamilton & Waikato Tourism, with Ruapehu, Taupō and Taranaki collaborating to convert arrivals into extended stays across the wider central North Island.
- NZD 2.5 million “Kiwi North” campaign, announced last year, focusing on attracting visitors from Australia’s eastern seaboard between November 2025 and July 2026, delivered through a partnership of 15 North Island Regional Tourism Organisations.
Together, these initiatives support increased international visitation, longer stays, and greater hospitality spend, while reinforcing Ruapehu’s position as a must-visit destination within the central North Island journey.
Visit Ruapehu acknowledges the Government for its investment through the Tourism Boost funding programme and for its commitment to supporting regional collaboration to grow international visitation and hospitality spend.
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